DIGITAL MARKETING STRATEGY FOR HEALTHY CATERING BUSINESS: A CASE OF MUSCLE SNACK CATERING

• Main Author: Alrido Damanik, Ryan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42531
• Institution: Institut Teknologi Bandung

Muscle Snack is a food and beverage small medium enterprise that has been established since 2011 in Bandung, West Java, Indonesia, with the vision of providing healthy food with good taste, using high quality ingredients at affordable price. This study aims to propose digital marketing strategies to optimize Muscle Snack’s sales, revenues and profits. Since the growth of digital era, we found that there is an urgency for Muscle Snack to expand its sales channel from offline to online and develop the digital marketing strategies to grab this opportunity and increase their competitiveness. This study uses qualitative method within in-depth interviews to find out in detail about consumer’s attributes (behaviours, demographic, price point, etc.). The total respondents who participated in this survey were 36 people which divided in to owner, existing customers and new potential customers. The results show that Muscle Snack will clarify their market segmentation, customer journey and develop digital marketing strategies which divided in to pre-activation strategy, activation strategy and post-activation strategy.